What Makes You Tick?

How Successful People Do It — And What You Can Learn From Them

In the most challenging economy of our lifetime, where should you turn for guidance?

To the stories of those who have made it—the leaders who battled adversity, forged their own paths,and succeeded . . . because they knew what made them tick.

As people everywhere confront the global economic crisis, “success” may seem elusive at best, impossible at worst.

Yet history proves that a new generation of success stories will likely emerge from this era of financial chaos. And this new book prepares you to be one of those success stories by analyzing the inner qualities that have propelled the forward-thinking leaders of our time: drive, determination, and self-awareness.

As strategists for the internationally renowned consumer and political research firm Penn, Schoen & Berland Associates, Michael Berland and Douglas Schoen are experts in how successful people think . . . and how they win. Now they share what they’ve learned with firsthand accounts from some of the world’s most successful people in nearly every field—including the founder of Starwood Resorts; a world-famous chef-restaurateur; the CEO of NBC Universal; a supermodel turned entrepreneur; the head of Estée Lauder; the commissioner of the National Hockey League; the president of Hearst Magazines; and the creator of CBS’s 60 Minutes. Berland and Schoen have discovered that true success is about more than “winning.” True success has an emotional quotient: it’s about determining your innate strengths, deciding what you truly want, and striving tirelessly to achieve it.

Berland and Schoen describe the five archteypes of success: visionaries, natural-born leaders, do-gooders, independence seekers, and independents who follow their dreams. In this unprecedented collection of stories from some of the most successful people in fashion, sports, entertainment, and business, Schoen and Berland demonstrate that success isn’t about changing who you are; rather, it’s about figuring out what makes you tick—and leveraging that knowledge to your advantage. This book shows through compelling first-person storytelling that the most successful people understand their own natural abilities and how to use their best qualities to create a fulfilling life—and then tells you how to do the same.

What Sets This Book Apart

Books about success typically have one thing in common: They almost always promise that there are simple steps you can take that will all but guarantee you’ll get to your destination. They are all basically selling the same idea, that achieving success is about following a prescription.

Our book is different. We believe that success is achieved not by changing your personality, but by enhancing the skills you already have.

This book gives you a way to use your own skills, your own attributes, and your own personality as a path to chart your own course. The stories in this book—culled from interviews with forty-five highly successful people—are models of success you can learn from. The book is about how highly successful people actually think about success; you learn from their experience and knowledge, not from instructions on how to behave or what path to follow.

Whose stories are in the book?

Visionaries
Mark Burnett, Executive Producer, Survivor
Tamara Mellon, Founder and President, Jimmy Choo
Steve Forbes, President and CEO, Forbes
Arturo “Arte” Moreno, Owner, LA Angels of Anaheim
Barry Sternlicht, Chairman and CEO, Starwood
William Lauder, CEO, Estée Lauder Companies
Geraldine Laybourne, Founder, Oxygen Media
Ted Leonsis, Vice Chairman Emeritus, AOL LLC
Jake Burton, Owner and Chairman, Burton Snowboards
Don Hewitt, Creator and former Executive Producer CBS News’ 60 Minutes
Michael Milken, Philanthropist
Brian France, Chairman and CEO, NASCAR
Jason Binn, CEO, Niche Media
Peter Carlisle, Managing Director, Olympics and Action Sports, Octagon
Eric Anderson, President and CEO, Space Adventures

Natural-Born Leaders
Brenda Barnes, Chairman and CEO, Sara Lee Corporation
Richard Parsons, Chairman of the Board, Citigroup
Allan “Bud” Selig, Commissioner of Major League Baseball
Jill Abramson, Managing Editor, The New York Times
William Donaldson, Former Chairman, SEC
Jeff Zucker, President and CEO, NBC Universal
Cathleen Black, President, Hearst Magazines
Gary Bettman, Commissioner of the NHL
Jan-Patrick Schmitz, President and CEO, Montblanc NA

Do-Gooders
Craig Newmark, Founder and Chairman, Craigslist
Richard Holbrooke, Former U.S. Ambassador to the United Nations/Special Representative for Afghanistan and Pakistan
Susan Smith Ellis, CEO, (PRODUCT) RED
Gwendolyn Sykes, CFO, Yale University
Tim Collins, Sr. Managing Director and CEO, Ripplewood Holdings
Roger Barnett, Chairman and CEO, Shaklee Corporation

Independence Seekers
Christie Hefner, Former Chairman and CEO, Playboy
Bob Woodward, Asst Managing Editor, The Washington Post
Bert Fields, Entertainment Attorney
Anna Cheng Catalano, Former Group VP, British Petroleum
Bobby Flay, Chef, Restaurateur, and Food Network Host
John “Jack” Bergen, SVP, Corporate Affairs and Marketing, Siemens Corporation
Heidi Klum, Model/Host and Executive Producer, Project Runway
Sergio Zyman, Founder, Zyman Group
Vivian Banta, Former Vice Chairman, Prudential Financial
Barry Weissler, Broadway Producer
Independents Who Follow Their Dreams
Brian Williams, Anchor and Managing Editor, NBC Nightly News
Mario Andretti, World Champion Race Car Driver
Bernie Brillstein, Founding Partner, Brillstein-Grey
David Carey, Group President, Condé Nast
Bob Costas, Broadcaster, NBC Sports / Olympics and MLB Network

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